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Article: Marketing and NPD drives sales boom in lower-alcohol drinks.(news: FOOD & DRINK)(Stella Artois)(Brief article)
- Article from:
- Grocer
- Article date:
- February 28, 2009
- Author:
CopyrightCOPYRIGHT 2009 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mounting consumer concern about alcohol intake coupled with marketing pushes by brands such as Stella Artois 4% have helped lower-alcohol drinks achieve record sales growth.
Sales of lower-alcohol drinks (LADs) have soared 10% in volume and value over the past two years and would increase in value by 25% to 82.7m [pounds sterling] over the next five, predicted Mintel senior market analyst Michelle Strutton.
Demand for weaker drinks was being fuelled partly by the media's focus on Britain's binge-drinking culture, and partly by improvements in the quality of LADs, she said.
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Beer, which has an 80% share of the LADs ...